From an advertiser's perspective, sports and news programming is an attractive way to find efficient reach of time-sensitive messages like new movie openings, sales promotions and new product launches. From a consumer’s perspective, they can’t get enough - sports now accounts for more than one-third (34%) of all deliveries of viewers in the 18-to-49 demo and total real-time programming accounts for a staggering 61% of all broadcast GRPs.